Approach
Detail is the whole job.
33 checks run before anything goes live. Many agencies prioritise flash over function — I prioritise reliability, speed and the unglamorous details that decide whether a campaign makes money.
The person you talk to does the work
No account manager relaying messages to a developer you never meet. Questions get answered by the person who built it.
Nothing ships unchecked
Every launch runs the same 33-point checklist. It is published below, so you can hold me to it.
Numbers, not adjectives
Reports say what was spent and what came back. If something isn’t working, you’ll hear it from me first, with the figures.
Tested, not guessed
Headlines, copy and buttons are split-tested against each other. What stays on your page is what the numbers proved.
Ready for how people search now
Every site is built to be found on Google and understood by AI assistants — structured, consistent and easy to quote.
You own everything
Your domain, Google Ads and Analytics accounts are in your name, and the site’s code is yours. Leave whenever you like and take it all with you.
The checklist
All 33 checks, in full.
Run before every landing page and campaign goes live. Nothing is skipped because it’s “only small”.
Page 8 checks
- Loads fast on a mid-range phone over 4G
- No layout shift as fonts and images load
- Every image has explicit dimensions and alt text
- Headings in order, one h1 per page
- Text contrast meets WCAG 2.1 AA
- Usable by keyboard alone, visible focus
- Core content works with JavaScript turned off
- Tested at 360px, 768px and 1280px widths
Search 8 checks
- Unique title and meta description
- Canonical URL set
- Structured data for the business
- Sitemap and robots.txt published
- Social share image and preview text
- Business details match Google, Bing and Apple listings
- AI search crawlers allowed in robots.txt
- llms.txt summary published
Form 4 checks
- Test enquiry sent and received
- Spam protection on
- Clear error messages beside each field
- Thank-you page confirms what happens next
Tracking 5 checks
- Nothing loads before cookie consent
- GA4 receiving data
- Enquiry recorded as a key event
- Conversion imported into Google Ads
- Test conversion seen end to end
Ads 8 checks
- Ad copy promises match the page
- Headline mirrors the search (message match tested)
- Every AI-drafted ad read and approved by hand
- Negative keywords in place before spend
- Location targeting set to "presence", not "interest"
- Ad schedule matches when you can answer
- Daily budget capped and agreed in writing
- Final URLs return 200, not a redirect